The Sports Authority is launching a new smaller concept, S.A. Elite, focusing on higher-end footwear and apparel. The first location will open in Denver in August to serve as a model for future stores. The size of concept will range from 12,000 to 15,000 square feet. Sports Authority's typical store is about 42,000 square feet.
“We are extremely excited to see this small store concept materialize after years of planning,” said David Campisi, president and CEO. “We have seen the Sports Authority brand grow and evolve in many provocative directions over the past year and S.A. Elite only adds to this very positive momentum.”
Sports Authority said “S.A Elite” is designed to connote an association to Sports Authority as well as the concept's “unique and exclusive assortment of high-end performance apparel, footwear, and accessories. ” Mentioned brands were Nike, Under Armour, Adidas, North Face, Spyder, Columbia, Asics and New Balance.
“S.A. Elite's brand and small store format was the brainchild of extensive consumer research and customer insight including advanced basket analysis, ethnography, and other innovative primary research techniques,” said Jeff Schumacher, executive vice president, CMO and CSO of Sports Authority, in a statement. “The S.A. Elite brand has tested well with consumers who believe it conveys the elevated product assortment and experience, while still representing the great value Sports Authority is known for.”
The Cherry Creek Shopping Center in Denver already lists S.A. Elite by Sports Authority under its “Coming Soon” section. The Elite concept won't replace any full-line stores.
